Last March, the Saint Peter’s Peacocks wrote one of the greatest Cinderella stories in the history of men’s college basketball. The belle of that ball was junior guard Doug Edert, who scored 20 points off the bench to help take down mighty Kentucky — and continued to be integral to the Peacocks’ Elite Eight run.
Those short weeks in March launched Edert into fame — from his iconic mustache to his swaggy style of play despite his thin frame. Amid the whirlwind of trying to keep his team alive in the Big Dance, Edert told Front Office Sports he was flooded by requests from brands offering to sign name, image, and likeness deals.
Edert was part of an inaugural class of athletes who could finally profit off the national platform of March Madness. Even more, he’s part of a select group of “Cinderellas” — athletes with a few minutes of fame who can translate that into cash.
It was unclear whether that star power would fade — or if Edert could parlay his moment into an enduring brand.
But a few months later, he said his NIL earnings have made a significant impact on his personal finances — and that he’s still signing deals.
The Gold Rush
At first, concerned he might never get this type of spotlight again, Edert wanted to capitalize.
“I had never had any of this — ever,” Edert said.
So while he prioritized prepping for games, he enlisted his father and a couple of close confidants to help him procure a select few deals. In March and April, he signed with Buffalo Wild Wings and Cameo, and launched an apparel line with Barstool Sports.
“That was a little tricky — with focusing on basketball along with all these new companies,” Edert said. “I’m focused on basketball … but at the same time I couldn’t pass up on that opportunity.”
In addition to the deals, he’s also gained a major following — often one of the main components in an athlete’s NIL value. In March, he had only 1,500 followers on Instagram. Now, he boasts more than 160,000.
When the team lost in the Sweet 16, the buzz didn’t die. There was a parade held for the team in New Jersey, along with a press conference.
Coach Shaheen Holloway then landed the head coaching job at Seton Hall — and multiple players ended up transferring.
Edert decided to go to Bryant University, where he’ll play this year.
A Long-Lasting Brand
While he’s no longer in a Peacocks uniform, he’s not done cashing in.
Edert has spent the summer getting acquainted with his new campus and working out with the team, he has also continued building his team of NIL confidants and signing new deals.
“I definitely have a feel for how NIL works,” he said of how the March Madness experience impacted his business acumen.
Despite being more under-the-radar these days, he’s still inking deals.
- He’s still doing Cameo, which he said was definitely one of the more fun activities.
- He signed a deal with an intramural league called Volo Sports and has promoted it on his Instagram.
- He also announced a launch with Campus Ink.
Edert definitely believes his Cinderella moment helped launch a brand that he’ll continue to profit off for the rest of his collegiate career.
“I was lucky enough to be on the big stage,” he said. He hopes other athletes will get a similar opportunity.
He has two years of eligibility left on a new team. And a key part of his brand power — the mustache — lives on.
“I’m still looking to get a deal with one of these razor companies,” he said.
